The average person might picture a 7-Eleven as a gas station store with aisles filled with junk food, cigarettes, and sugary Icees. Although they fall under the same franchise, there are vast differences between 7-Elevens in America and East Asia. Social media creators have begun drawing attention to these differences, causing many Americans to wish for the grandeur of 7-Elevens in Asia.
Social media trends involving influencers in South Korea and Japan show vlogs of themselves grabbing lunch at their local 7-Eleven. These videos feature a series of popular Asian foods bought for ten USD or less, which often shocks American viewers. An influencer may purchase a large meal consisting of ramen, a cup of ice, a drink, dessert, and more—while still paying a considerably low price.
Foods such as spicy Buldak ramen in South Korea or multi-flavored Onigiri (rice balls) in Japan have drawn the hungry eyes of Americans watching these TikToks. What sets East Asian 7-Elevens apart is their custom drink setup: a sealed plastic cup filled with ice, followed by purchasing from the countless choices of beverages ranging from hazelnut coffee to the popular banana-flavored milk.
Wilcox junior Samantha (Sami) Bianchi describes her experience at a Japanese 7-Eleven: “Everything is much cleaner. The food doesn’t feel like it’s been sitting there for months; it’s fresh, and I’m not scared to eat it.” A common concern about American 7-Elevens is the quality and cleanliness of both the stores’ appearance and their products. The contrast between greasy hotdogs in America and the fresh sandwiches sold in East Asia highlights consumer differences between the two.
Another feature of East Asian 7-Elevens that is not commonly seen in their American counterparts is unique machinery. This includes microwaves to heat up ramen, hot water dispensers, a series of vending machines filled with various fresh foods, and more. Bianchi explains, “They also had smoothies where you can put the smoothie in a smoothie machine—there are a lot of machines like that.” 7-Eleven machinery is a prime example of the advanced technology commonly seen in Japan.
While American 7-Elevens might be described as a gas station where one can grab a bag of chips or a cigarette for the road, East Asian 7-Elevens have become a popular store that many people visit for more than just gas refills. Bianchi describes how, “At 7-Elevens in Japan, it’s just like a normal store—everybody goes there.” But this popularity gap between East Asian and American 7-Elevens may soon be filled by upcoming improvements for the company in the United States.
Due to the influence of social media, the United States is taking steps to sell similar products to those found in East Asian 7-Elevens. According to Bloomberg, 7-Elevens in America are moving toward selling more fresh food and focusing the majority of their revenue on food products rather than gasoline or cigarettes. This “food-focused shift” is already appearing in South Californian 7-Elevens, as noted by the San Diego Union-Tribune. This rebranding will allow American customers to enjoy the aspects commonly raved about in East Asian 7-Elevens, ultimately increasing the quality and popularity of the franchise in the United States.
Though they are part of Seven & I Holdings Co. Ltd., East Asian and American 7-Elevens are worlds apart. However, with the upcoming changes to the products American 7-Elevens sell, there may soon be a more cohesive idea of what a 7-Eleven is throughout the world. Keep an eye out for fresher food and an expansion of products at your local 7-Eleven!
